Client Advisory Board membership holds the key to the kingdom of successful engagement and advice. Securing the right members is critical, and takes considerable time and effort. In our work launching Advisory Boards, we find that in their desire to »
How Content Creators Can Provide the Actionable Relevance the C-Suite Needs [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] “Armies of content developers are packaging research results, expert opinions, and success stories into papers, podcasts, videos, and events… all of them rich with hard-earned insights. But does all this content fuel business development efforts?”
How to Design a Compelling Demand Generation Strategy for the C-Suite [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] “The elusive C-suite sale. Marketers spend large amounts of time and energy digging deep into their demand generation toolkits to access executives and try to get them to buy, only to find themselves facing silence, disinterest or, at best, a pass-off to their team. But for large-scale B2B sales in particular, it’s critical to create a content plan and engagement strategy to break through to this lucrative and powerful buyer…”
Your Customer Advisory Board – If Not Now, When?
For those of you who have been thinking about launching a Customer Advisory Board but have not yet taken action, some recent IBM research about the C-suite and business performance suggests that you may be missing the boat. IBM’s recently »
Digital Does Not Equal Customer Experience
In the rush to tap the wealth of data and new tools for conversation, there is an overwhelming focus on digital marketing, digital channels, and the holy grail of social media to communicate with clients. And while keeping up with »
The Value of Customer Advisory Boards: The Power of the Peer
We are often asked the question: how do the clients get value from serving on a Customer Advisory Board? It is clear to many what the value might be for the sponsoring company – great advice and insight, new ideas and »
The Customer Data Battle is Heating Up: What are You Doing to Capitalize?
Last week I had the opportunity to moderate a panel for the Strategic Account Management Association’s annual conference on Who Owns the Customer — Capitalizing on the New World Order of Big Data. We created the panel for SAMA – »
Customer Advisory Boards – Align Internally to Act
Customer Advisory Boards have the potential to dramatically shift and improve your business while you engage deeply with your most strategic clients. But experience shows that one of the biggest barriers to success is the host company’s internal ability to »
5 Event Content Strategies for Shaping Exceptional Executive Conferences, Forums [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] “When it comes to content marketing, much is written about narrative-based content (i.e., the written word). Often overlooked is the role of in-person content — content shared through events — to engage with customers and prospects…”
How to Conduct Research to Engage Executives [Article]
[AS SEEN IN CHIEF CONTENT OFFICER] “Executives value data, and companies have responded by conducting surveys. But, this “research” often falls short because it is not at the level needed for this audience. If you are creating research for executive clients and prospects, there are several elements to consider…”